MAC Cosmetics launches "Virtual Try On" service in new flagship store at Liverpool ONE

World-leading beauty brand MAC Cosmetics has launched a 2,654 sq ft retail space at Liverpool ONE, serving as the brand’s new flagship location in the city.

Situated at 33 Paradise Street, the unique in-store experience includes a new "Virtual Try-On" technology which allows customers to digitally sample an extensive range of eye and lip shades through application to photos or live videos.

This innovative tool forms part of the store’s precautions for the safety of customers and staff, in line with government directives and Liverpool ONE’s own post-lockdown safety measures.

The introduction of innovative technology marks a huge step forward for the beauty industry, with brands currently scrambling for engaging and safe ways for consumers to test their products without physical touch.

Along with MAC’s cruelty-free makeup, skincare, brushes and accessories, the new flagship also offers a dedicated pampering station, as well as having qualified make-up artists on hand to provide expert advice to customers.

Alison Clegg, Director, Asset Management, Grosvenor Europe, commented: “The opening of the new MAC Cosmetics flagship is a much-anticipated event for the many brand devotees in the Liverpool area. This is yet another significant launch for Liverpool ONE to celebrate post-lockdown, and MAC’s entrance is set to strengthen Paradise Street as a beauty hub in its own right, alongside Morphe and Too Faced.”

Last month, MAC Cosmetics announced a new debut retail partnership with British health and beauty retailer Boots.

An edit of its ultimate hero products will be available to purchase via the Boots website and in over 100 of the retailer’s locations.